Back to Search
Start Over
Planning and Estimation in Advertising.
- Source :
- Journal of Marketing Research (JMR); Feb1975, Vol. 12 Issue 1, p1-6, 6p, 2 Diagrams, 1 Chart, 1 Graph
- Publication Year :
- 1975
-
Abstract
- Modern management science techniques are applied to the advertising problems of a large multiple retailer. The appropriate methodology evolves from a careful consideration of the firms marketing strategy, the market environment, and the nature of the demand for its services. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 00222437
- Volume :
- 12
- Issue :
- 1
- Database :
- Complementary Index
- Journal :
- Journal of Marketing Research (JMR)
- Publication Type :
- Academic Journal
- Accession number :
- 5000209
- Full Text :
- https://doi.org/10.2307/3150651